Japan: Rugby World Cup Boosts Beer Demand

The 2019 Rugby World Cup is taking place in Japan. In anticipation of the event beer demand has increased across the country. Alcohol retailers across Japan are preparing for increased beer demand during the Rugby World Cup, clearly showign how the Heineken sponsorship of the event fuels demand and drives the beer giant’s profits.
The Dutch multinational beer giant Heineken owns the sponsorship rights to the Rugby World Cup, which is being held in cities across Japan from September 20 to November 2, 2019…